The influence of volunteer motivation on satisfaction, attitudes, and support for a mega-event

• The relationships among volunteer motivation, satisfaction, attitudes, and support are tested.
• Patriotism and intrinsic motivations significantly affect volunteer satisfaction.
• Satisfaction exerts a significant effect on attitudes toward volunteering and the event venue.
• Volunteer attitudes toward volunteering and the event venue influence support for the event.
• Motivation can leverage support for mega-events through mediators of satisfaction and attitudes.

Although there are numerous studies on volunteering in tourism, little research has been done on volunteer support for mega-events. This study develops a theoretical model investigating the relationship between volunteer motivation and support for the Expo 2012 Yeosu Korea through mediating effects of satisfaction and attitudes toward volunteering and the Expo venue. An onsite survey of 489 volunteers at the Yeosu Expo was conducted. The structural equation model reveals that patriotism and intrinsic motivations significantly influence volunteer satisfaction, which in turn exerts a significant effect on attitudes toward volunteering and the Expo venue. Also, volunteer attitudes toward volunteering significantly influence volunteer attitudes toward the Expo venue, which in turn have a significant effect on support for the Expo. The study suggests that patriotism and intrinsic motivations can leverage support for mega-events through enhancing mediators of satisfaction and attitudes.